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Why we aren't playing

Our core brand values have always centred around slow fashion, ethical production, and mindful purchasing. To take part in flash sales would do a disservice to our product and our customers.

Shutting our online store isn’t a novelty or token action - it resonates true with everything we’ve been working on for years.

What is particularly alarming to us about Black Friday & Cyber Monday is the catastrophic effects it has on our environment. What in theory sounds like a bit of retail therapy has an adverse effect when it’s amplified on such a large scale. Over 91% of products purchased on Black Friday or Cyber Monday do not end up being recycled and end up in landfill. For items that don’t naturally break down they end up releasing harmful carbon emissions, affecting our air, land, and oceans.

Fast fashion can be particularly appealing due to its low price and ability to produce on trend items in the quickest time possible. However, it’s the way this clothing is produced - a mix of toxic chemicals, unethical working conditions, and increased usage of fresh water - that ends up contributing to the pollution of our planet.

Slow fashion on the other hand encourages the mindful purchasing. As opposed to following high-street trends it focuses on timeless pieces designed to last many season.

So, while Black Friday and Cyber Monday may have you feeling like you’re getting more bang for your buck, there is always a price to pay… and it often comes in the form of our environment. That’s why we’ll be sitting this one out. We are not condemning consumer or brands but instead empowering people to shop mindfully.

Buy less, choose well.

Thankyou for supporting us and slow fashion initiatives.

- The Mia Fratino team